With exceptionally high engagement on social media platforms, U.S. Hispanics are changing the game for marketers who are looking to increase returns on their
social media ad dollars (see chart). Across age groups, Hispanics share more ad content, are more likely to click on shared
content, and welcome advertising content on social media
more than their non-Hispanic counterparts. Similar to offline
advertising, learning how to advertise to Hispanics on these
platforms can deliver incremental sales
stronger than English-only campaigns
and may well give you a long-lasting
edge over your competition.

U.S. Hispanic media spending on
digital has grown significantly year-over-year: 16. 9 percent to $2 billion (2017
AdAge Hispanic Fact Pack). As businesses are diverting more media dollars
toward marketing on digital platforms —
specifically social media — it is critical
to have a keen understanding of this influential segment. Here are four ways to
win over U.S. Hispanics on social media.

1. Create in-language, culturally
relevant content. Since Hispanics
are more likely to engage with
brands that target them with
cultural cues on social media, it
becomes a significant advantage to create and promote
in-language, culturally relevant content. Rather than
counting on existing English social media pages, staying relevant and current to this segment will increase
chances of engagement and viral sharing of content.
Similar to creative collateral on other media channels,
a simple translation of existing content won’t suffice.

2. Track, capture, and leverage users who have showninterest. If you can’t track the actions users take, thenyou won’t have visibility into what’sworking — and you won’t be able tore-engage with those who showed initialinterest. Be sure to add tracking pixels toboth your English and Spanish websitesto track the unique movement originat-ing from Spanish-language ads. Keep inmind: what may be working on TV orother mediums may not be the same for social media.

Less is more in the first phase of testing an ad. A slow
build on media spend is recommended until a solid understanding of your most profitable targeting segments
is identified. Then, a consistent run for a minimum
of several weeks, without adjusting targets, will build
your base audience from which re-targeting efforts can
be scaled. Because it captures the unique visitor, your
pixel is the secret weapon.

3. Create authentic, culturally relevant video content. Video is the
easiest way to engage Hispanic users
on social media. A Yahoo report found
that 94 percent of Spanish-dominant
Hispanics rely on their mobile devices
to watch online video. It’s important
to bring life to your value proposition,
and video content is the best way to
do so. Investing in creating videos that
are in-language, use Latino talent, and
are mobile-friendly is critical. Avoid
spending your money on the perfectly
produced commercial or staged video
for these outlets — it’s likely to turn
away those most likely to engage.

4. Continue timely engagement andpositive interactions. Hispanics tend tobe optimistic on social media, and lovesharing ad content with their networks and engagingwith brands that seem more approachable. With thisin mind, brands not only need to attract new followers,but also keep their existing audience in the dialogue bycreating compelling, “shareable” content — not justhard sells — on a frequent and consistent basis. Creat-ing a personality behind your brand will also create alikeability, trust, and loyalty.

The ability to target on social media — particularly Facebook and Instagram — based on language affinity is extremely valuable for marketers looking to reach U.S. Hispanics. With the majority
of Hispanic internet users fully engaging on
Facebook and other popular social media, winning over this segment is crucial to capturing
incremental sales and staying relevant across
all your mediums.

Gain an Edge With These 4 Ways to EngageU.S. Hispanics on Social MediaBY DANIELA AGURCIAEN ESPAÑOL

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U.S. Hispanics Over-Index in Some of
the Largest Social Media Platforms